Final warning to Dubai brokers: Stop cold calls or face Dh50,000 fine

Final warning to Dubai brokers: Stop cold calls or face Dh50,000 fine
Rera top official calls agents to stop ‘cold calling’, can face suspension
By Parag Deulgaonkar
Published Tuesday, May 10, 2016

The Real Estate Regulatory Agency (Rera), the regulatory arm of Dubai Land Department, has issued final warning to real estate agents from making ‘cold calls’ in Dubai, with those not heeding facing fines up to Dh50,000, while individual agents face a month’s suspension, a senior government official told Emirates 24|7.

“Though we have already taken action against two brokers, we are now going to take action against any broker who does not adhere to the regulations released in relations to unsolicited marketing calls,” said Rera Director of Real Estate Department Ali Abdulla Al Ali.

Ali Abdulla Al Ali

The prime emphasis is to ensure that brokers adopt and follow the regulations as approved by the agency and not merely revert to sales strategy by needlessly calling people.

“We have always encouraged people to register complaints against real estate agencies making cold calls. We do investigate the issue and send warning letter to these brokerage firms,” Al Ali asserted.

Three companies have been already fined by Rera for repeated violations, while two brokers have been suspended after they were given three warnings.

The Real Estate Inspection Department has been issuing notices to property brokers since 2013, which states the practice of direct telemarketing to be in violation of rules and regulations.

“The calls cause annoyance and are particularly distressing for those who have not advertised their property for sale. Our regulations state that brokers are not allowed to cause inconvenience to such property owners by using such unprofessional tactics and hence they must desist from such practice,” Al Ali said.

Real estate brokerage firms have to seek permission from the agency if they want to proceed on with telemarketing and sending SMS messages.

“The brokerage firm needs to our permission for their direct marketing campaigns and must provide the list of its customers. Soliciting unauthorised people through SMS, calls and WhatsApp is not allowed at all. If the brokers think they are ‘smart, we are smarter than them’,” Al Ali stated.